Abstract
Mordovia is a small national republic with a low level of social conflicts. Mordovia has few regional mass media sources, which makes digital sources important for its residents. As a result, Governor Artyom A. Zdunov launched his own Telegram channel called Zdunov Zdes (i.e., Zdunov is here), which has become a valuable source of information and communication. The authors used the methods of qualitative and quantitative content analysis to study the posts published from 2022, when the channel was opened, to the present day. The channel proved to be an efficient source of relevant information that can compete with other regional media. Not only does it promote A. A. Zdunov as an active politician, but it also represents Mordovia as a region with good economic prospects and touristic potential. In addition, the channel initiates an indirect dialogue between the authorities and the population. The content-makers rely on such techniques as data prioritization, creolization, emotional contagion, interviews with influencers, eyewitness accounts, etc. The positive image of the Governor includes his hard-working nature, professionalism, competence, kindness, toughness, sociability, good health, youth, energy, patriotism, and personal involvement.
Published Version
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